The Bayer Consumer Health division helps people around the world take better care of their personal health and improve their quality of life through innovative products and services. In order to promote its vision of self-care, sustainability, and create new ways to meet changing customer needs, the division set a new course for digital transformation in 2018 and began to digitise all business areas – from research and development to sales and marketing – with a commitment of €250 million in new digital investments. A key element of Bayer’s transformation is its new digital platform, ‘Data Powered Sales’, which digitalises sales, raises marketing to a new level, and will be further developed into a versatile global exchange platform.

The project at a glance:

• Strengthening digital touchpoints optimises face-to-face meetings between pharmaceutical representatives and doctors
• More efficient data collection serves as the foundation for improved customer relationships
• Optimal targeting of doctors and hospitals enables the most relevant content at the right time
• Improved segmentation streamlines the development of specific user journeys and campaigns
• Lays the foundation for further rollout of Sales Cloud and Marketing Cloud in 2022 and beyond

Historically, the sales of the Consumer Health division in EMEA, LATAM, and APAC were primarily based on face-to-face meetings between medical representatives and doctors’ offices. Following the COVID-19 pandemic, the company sought to offer more convenience for its customers through timely and relevant digital touchpoints.